creating brand equity习题及答案详解

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1、Chapter9:CreatingBrandEquityChapter9:CreatingBrandEquityGENERALCONCEPTQUESTIONSMultipleChoice1.Attheheartofasuccessfulbrandis________,backedbycreativelydesignedandexecutedmarketing.a.priceb.promotionc.agreatproductorserviced.agreatslogane.abrandconceptAnswer:cPage:273Lev

2、elofdifficulty:Easy2.Thestrategicbranchmanagementprocessinvolvesfourmainsteps.WhichofthefollowingwouldNOTbeamongthosesteps?a.Measuringconsumerbrandknowledge.b.Identifyingandestablishingbrandpositioning.c.Planningandimplementingbrandmarketing.d.Measuringandinterpretingbra

3、ndperformance.e.Growingandsustainingbrandvalue.Answer:aPage:274Levelofdifficulty:Hard3.TheAmericanMarketingAssociationdefinesa________as“aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiate

4、themfromthoseofcompetitors.”a.holisticproductconceptb.productconceptc.serviceconceptd.brande.brandimageAnswer:dPage:274Levelofdifficulty:Medium293Chapter9:CreatingBrandEquityTheearliestsignsofbrandinginEuropeweremedieval________requirementthatcraftspeopleputtrademarksont

5、heirproductstoprotectthemselvesandconsumersagainstinferiorquality.a.kings’b.churches’c.consumers’d.governments’e.guilds’Answer:ePage:274Levelofdifficulty:Medium2.Consumerslearnaboutbrandsthrough________andproductmarketingprograms.a.themassmediab.pastexperienceswiththepro

6、ductc.thesalesforced.shoppingbotse.independentinformationsourcesAnswer:bPage:274Levelofdifficulty:Medium3.Theworld’sstrongestbrandssharecommonattributes.WhichofthefollowingwouldNOTbeamongthosecommonattributes?a.Thebrandthatspendsthemostisthemostrespectedandvalued.b.Theco

7、mpanymonitorssourcesofbrandequity.c.Thepricingstrategyisbasedonconsumerperceptionsofvalue.d.Thebrandstaysrelevant.e.Thebrandexcelsatdeliveringthebenefitsconsumerstrulydesire.Answer:aPage:275Levelofdifficulty:Hard4.________isendowingproductsandserviceswiththepowerofabrand

8、.a.Brandimageb.Thebrandingconceptc.Brandingd.Brandpositioninge.BrandpartitioningAnswer:cPage:275Levelof